Tips For Creating A Data-driven Email Marketing Strategy

Often underestimated, email marketing continues to be a key player in today’s marketing world. Strategies, tactics, and campaigns change over time, but it remains the same that email marketing is a go-to channel for online marketing experts. This is because it brings undeniable results with recurring, dependable ROI.

A strategy is important in all aspects of marketing, but it’s especially important when planning your email marketing goals and campaigns. An email has proven to be a cost-effective way to sell and promote your products, communicate and interact with customers, and achieve your brand goals. To do all of this, however, you’ll need to focus on creating a data- email marketing strategy. We’ve come up with a few tips to help you do so.


We say it constantly and consistently because it’s so incredibly important to your email marketing program. Personalization is the key to your success. People want to be seen and treated as an individual who is important to your brand, which is why personalization in your emails is so relevant. Use your customer data to personalize your emails. Use first names in your email subject lines. Address your subscribers on an individual level that makes them feel special, and you’ll see the positive results.


Let’s say this one more time. Segment your subscribers. It’s so vital to the results of your email marketing campaigns. You’ve heard us say segment and target your subscribers, which is exactly what you need to do if you want a data-driven strategy. When you segment your subscriber database, your email campaigns become more targeted to your audience. It’ll increase your open rates, click-throughs, transactions and most importantly, ROI. This is what you want and need if you want to achieve your email marketing goals.

Responsive design

As of 2018, 55% of emails are first opened on a mobile device, and 80% of emails will be deleted if they don’t render correctly on the device. Your emails need to be responsive on every device, every time. With smartphones on the rise every day, mobile-friendly emails are essential to your email marketing campaigns. WhatCounts’ design team specializes in custom responsive templates specific to each brand, that always render correctly on all devices.

A/B Testing

A/B Testing is sending variations of your email campaign to different subsets of subscribers to see which campaign garners the best results. It’s a great way to increase click-through and open rates of your emails with a proven increase in ROI. It’s a great addition to a data-driven email marketing strategy, and with it you’ll gain valuable subscriber data that will help you move toward accomplishing your goals.


At WhatCounts, we make sure to repeat the importance of automation to a good email marketing program. We offer many different automated email campaigns to make sure all of your brand’s bases are covered. Automated emails are triggered to automatically send specific campaign messages based on user behavior. There are anniversary automation, birthday automation, welcome series automation, etc. It’s an easy way to connect and build relationships with your subscribers without all of the effort.


If your email marketing strategy is struggling or even non-existent, then we suggest creating a data-driven strategy. It’ll garner results and help you create, achieve, and maybe even surpass your email marketing goals. 

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